We all know the complaints against 3D, and ultimately that battle for hearts and minds is already over. You love it or you hate it. What we can all agree on is that projection standards have not gotten any better as digital has taken over and 3D has proliferated. I’d argue that they have not gotten as much worse as many claim (there’s a lot of rose-colored glasses being shared by those talking about the days of yore), but there’s no doubt increased laziness and frugality are out there diminishing film images. Be it 3D lenses being left on for 2D films, luminosity dialed down on all movies to save money, audiences wearing glasses, etc… more often than not we’re watching beautifully crisp, jitter-free digital projection that looks muddy and dull.
I’ve been alluding to the answer to that problem in pieces about 48fps and IMAX conversion for a while now, and now it’s finally here: laser projection. A technology that every major imaging company has 
been developing from Sony to RED to Christie to IMAX, the first laser projectors have been promised to hit this year, and now we have our first public debut.
G.I. Joe: Retribution will be the first film to enjoy digital projection as an experimental two-week run at a Burbank AMC that will put audiences in front of unprecedentedly bright and contrasty 3D images. Supposedly the difference is startling, and even with glasses 3D films are brought up to the brightness levels of a well-projected 2D film, all in full 4K.
As you might imagine, “Laser Projection” is an imaging system that gangs together lasers in order to illuminate and project its images. This allows for less energy to be used for brighter images across bigger screens using systems that will last longer. IMAX intends to roll out their own laser projection systems (developed by Kodak) late this year, while RED has been demo’ing laser projection for some time now (their manufacturing/release timelines are always hazy though). Sony, which currently owns the high-end projection game with their gorgeous 4K machines, has laser tricks up their sleeve as well.
There are costs and benefits of this new tech- IMAX will likely put photochemical 15/70 film projection to bed for good once the laser projectors begin rolling out, for example. The big variable though, is cost. While laser lamps are more expensive than current xenon lamps, that cost could come down quickly, especially if, say, RED is able to be as disruptive price-wise with these laser projection systems as they claim. If that happens, they may well save thousands of repertory theaters across this nation that are currently struggling in the face of costly transition. It’s a big ole “if” though, and if the prices only get higher, then that obviously makes the already difficult climb for indie facilities even steeper. Not a good thing.
That said, I can’t wait to hear reports from the public showings of the Christie version of this technology once G.I. Joe hits. Even if it just affects high end theaters for the time being, anything that brings up projection standards in the market and reminds people what they’re missing when theaters dim their shit down is a good thing.
Full press release below.
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LASER PROJECTION DEMONSTRATION LIGHTS UP G.I. JOE: RETALIATION AT AMC THEATRES®’ BURBANK 16, USING CHRISTIE TECHNOLOGY
Moviegoers in Burbank will be treated to a stunning visual experience as AMC enlists Christie’s laser projector technology to push the bounds of 3D movie presentation in ETX.
CYPRESS, Calif. (March 21, 2013) – Christie®, a global leader in cinema projection, is pleased to present Paramount Pictures’ highly anticipated G.I. JOE: RETALIATION on March 28 at AMC Theatres’ (AMC) Burbank 16’s ETX theatre. Christie is joining forces with AMC using laser projection technology to project the 3D movie at brightness levels of 14 foot lamberts (ft-L) – a ‘first’ in the world of commercial cinema projection – on a 65-foot wide screen. This technology test will last for a two-week period and will be the first time that the general public will be able to enjoy compelling, immersive 3D images delivered at 2D light levels.
Paramount, Metro-Goldwyn-Mayer Pictures (MGM) and Skydance Productions, in association with Hasbro®, will release G.I. JOE: RETALIATION in digital 3D theaters across the U.S. and Canada beginning March 28.
“As a leader in innovation in the movie exhibition industry, AMC Theatres continues to push the envelope, looking for new ways to improve the moviegoing experience for our guests,” said Dan Huerta, vice president, Digital Systems, AMC. “We are delighted to work with Christie to host this technical demonstration that could equate to a major advancement in movie-illumination levels.”
Mark Christiansen, EVP of World Wide Operations for Paramount Pictures said, “We fully support the advancement of cutting edge technologies to further enhance the theatrical presentation for moviegoers. Laser projection provides incredible brightness, making each film look all the greater, but its impact on 3D is startling.”
Noted Dr. Don Shaw, senior director, product management, Christie Entertainment Solutions, “Audiences will be impressed with 3D shown at 14 foot-lamberts utilizing this future technology, which is much brighter than what current technology produces on most screens. This test of our laser technology will demonstrate how spectacularly a moviemaker’s vision can be realized when shown at light levels normally only possible for 2D movies. Audiences who attend the AMC Burbank 16 during the laser demonstration will see a significant increase in the typical contrast ratio for 3D on a crystal-clear 4K projector and we’re confident that the average moviegoer will relish this new level of immersive experience.”
Christie Laser-Projection Juggernaut Gaining Speed, Building on Previous Successes
Commenting on the laser projector test, Dr. Shaw said, “This is not the first time that Christie has employed laser technology to stretch the boundaries of digital cinema projection. Last year, Christie also showed select exhibitors in Asia how 72,000 Lumens could be achieved, in a demonstration of our prototype laser projector in Beijing.“And at IBC 2012 Amsterdam this past September, I was pleased to preface the showing of Hugo 3D – the first CPG (Cameron Pace Group) certified movie – along with noted stereographers, Demetri Portelli and Corey Turner (‘Transformers: Dark of the Moon’), which was then projected using Christie’s laser-light projector prototype.”
Christie hosted its first laser projector demo for cinema industry luminaries including Douglas Trumbull, Gordon E. Sawyer Academy Award winner, at its High Frame Rate Summit held in its manufacturing and engineering headquarters in Kitchener, Ontario in April 2012.
About AMC Theatres
AMC Theatres delivers distinctive and affordable movie-going experiences in 351 theatres with 5,083 screens across the United States and Canada. The company operates 20 of the 50 highest grossing theatres in the country, including the top three. AMC has propelled industry innovation and continues today by delivering premium sight and sound, enhanced food and beverage and diverse content. www.AMCTheatres.com.About Christie
Christie Digital Systems USA, Inc. is a global visual technologies company and is a wholly-owned subsidiary of Ushio Inc. Japan (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images. Visit www.christiedigital.com.
3 comments
This is dumb. Film projection is best. The only reason they got rid of it was CAPITALISM. The image is unparalled. I’ve seen movies on the same day through 2k, 4k and film projection and film was the best, the lumincence, the depth of the image. You don’t appreicate something until its gone.
If Imax gets rid of the 15/70 format then they might as well give up as a corporation. imax is dead. All the good will Nolan gave them by making them relevant, they take it and fuck with it and then piss on it.
Laser projection is another fuck you from the studios. 2 billion was spent converting to digital for an image that looks like shit, an image that looks like you’re just watching a youtube video on a big screen. And then they’re like “ohh well you have to convert again” all for an image that still won’t look as good as film.
Laser may well be a better image than digital but they’re trying to get to a quality where film was decades ago. It saddens me that this is all because they want just that extra few million(despite the fact they’re making record profits – corporate greed I guess), not realizing that this is pushing people away, because what’s the point of getting out of your house to go see a movie when it’s just watching a blu ray with strangers.
Film projection was special because the Luminance of he image would reflect back on the audience giving them that “magic”, a psychological warmth where they would appreciate the movie more.
If Hollywood wants to save the moviegoing experience then give the audience something they can’t get. People can’t get film projectors at home. That depth of the image can’t be replicated. The studios would love it considering film projectors cost less and used less energy than digital and laser. Which makes it cuntish if a studio is all into being “green” and carbon neutral, they sure offset all that with digital projection. Studio execs don’t think long term because they just don’t care, when its all gone to hell, they’ll just wipe their hands clean with the money they made, leave it to their successors , not their problem anymore.
This kind of stuff makes me want to go Bane on the studios. Round them up for judgment.
Wrong attitude. Anything that guarantees people will still be able to watch moving pictures in a room with 250 strangers. Anything.
Film will always be around. Always. It’s always going to look better. But people vote with their wallets in capitalist America. People can get the exact same experience at home and have it be more convenient. Average Americans go to the movies because a.) it’s something to do, b.) they like movies, and c.) it’s water cooler talk.
There is nothing like a fantastic screening of a movie. A screening where an audience cheers for the good stuff and gasps about the bad stuff. Nothing even approaches the experience of being able to hear a pin drop when something tense is about to happen. Great movie going is a social experience, hence why people go on “dinner and a movie” dates still, not “dinner and then pillaging around Netflix for 45 minutes until you settle on Teen Wolf because…well, you don’t like Netflix’s recommendations.”
Laser projection: yes. It preserves the ability for us film nerds to be a community. It preserves moviewatching as a community experience. Once the theaters go out of business, then watching movies becomes an isolating experience. The communal aspects would only lie in the souls of those brave enough to venture forth and post about them on forums or go on overly long diatribes about how laser projection could have saved us all.
The lower the cost, the higher the rewards. Whatever can help us still watch our silver screen heroes be larger than life, then we need to support it. Film will always be around. But, in the end, capitalism will always rule the day.
Kinge: you miss the point. It’s not about the projection or the projectors. It’s about the delivery. Film as a delivery mechanism is just about dead. The studios don’t want the hassle of manufacture, transport or storage. Have harddrives shuttled around the country is far, far easier and, yes, cheaper than dealing with film cannisters.
Given that environment, the best digital projectors seems to be the best way to see this. Railing against digital vs film is pointless. That battle has already been lost.
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